Marketing, extended gondola and warm weather attributed
By Collin McRann
Staff Reporter
Sales tax revenues and other figures are pointing to increased visitation this fall thanks to the extension of the gondola and a new marketing push.
This fall, along with a gold season marketing push, the gondola ran until Oct. 28, which was all part of an effort to maximize tourism during the fall shoulder season. It now appears that at least part of that goal was accomplished because, according to the Telluride Tourism Board, lodging occupancy levels were up around 17 percent in October over last year in Telluride and Mountain Village.
The occupancy data for October seems to continue a trend from summer months because from May through October, the average occupancy rates were up around 16 percent.
“I think it’s a number of things — there is a bigger story here,” said Michael Martelon, president of the Tourism Board. “There is the momentum from the summer that carried through because we were up in September as well. The marketing absolutely had an effect on it as well as the warm weather.”
This fall, along with a gold season marketing push, the gondola ran until Oct. 28, which was all part of an effort to maximize tourism during the fall shoulder season. It now appears that at least part of that goal was accomplished because, according to the Telluride Tourism Board, lodging occupancy levels were up around 17 percent in October over last year in Telluride and Mountain Village.
The occupancy data for October seems to continue a trend from summer months because from May through October, the average occupancy rates were up around 16 percent.
“I think it’s a number of things — there is a bigger story here,” said Michael Martelon, president of the Tourism Board. “There is the momentum from the summer that carried through because we were up in September as well. The marketing absolutely had an effect on it as well as the warm weather.”
Last summer, the towns of Telluride and Mountain Village and the Telluride Mountain Village Owners Association all agreed to pay around $55,000 in equal portions to keep the gondola running longer and finance the fall marketing effort.
At the time, it was unknown if a longer gondola season would bring people to the area because the gondola typically shuts down before Oct. 22. Aside from occupancy, the effort is being judged by sales taxes collected by the towns.
October is typically a lower time of the year in terms of sales taxes. But this year in Mountain Village, October’s numbers were up from $65,260 in 2011 to $68,855 this year. September’s figures were also up from $158,593 in 2011 to $168,296 this year.
In Telluride, October sales tax revenues increased, as the town recorded around a 6 percent jump over 2011. The town collected $220,218 in sales tax revenues in October, up from $206, 672 in 2011.
Telluride Mayor Stu Fraser said it’s early to draw many conclusions, but from what he has seen, things are positive.
“The goal was to get better coverage during the shoulder season, and I think it was effective,” said Fraser. “There has been no decision on if we’ll do it or not next year, but I will look at it in a positive light.”
Martelon said he thinks some of gold season’s momentum might have carried over to the winter season.
He said there were more winter bookings made this October than last October. The increased early bookings could increase winter’s overall bookings, but time will tell.
“I think [the gold season marketing] served a dual purpose,” Martelon said. “For some people, it was ‘let’s go to Telluride in the fall’ which I think turned into ‘you know what, we need to book our ski vacation now.’ I’m hoping that that momentum carried us through the winter — and I’m hoping the jet steam shifts so that we get dumped on.”
At the time, it was unknown if a longer gondola season would bring people to the area because the gondola typically shuts down before Oct. 22. Aside from occupancy, the effort is being judged by sales taxes collected by the towns.
October is typically a lower time of the year in terms of sales taxes. But this year in Mountain Village, October’s numbers were up from $65,260 in 2011 to $68,855 this year. September’s figures were also up from $158,593 in 2011 to $168,296 this year.
In Telluride, October sales tax revenues increased, as the town recorded around a 6 percent jump over 2011. The town collected $220,218 in sales tax revenues in October, up from $206, 672 in 2011.
Telluride Mayor Stu Fraser said it’s early to draw many conclusions, but from what he has seen, things are positive.
“The goal was to get better coverage during the shoulder season, and I think it was effective,” said Fraser. “There has been no decision on if we’ll do it or not next year, but I will look at it in a positive light.”
Martelon said he thinks some of gold season’s momentum might have carried over to the winter season.
He said there were more winter bookings made this October than last October. The increased early bookings could increase winter’s overall bookings, but time will tell.
“I think [the gold season marketing] served a dual purpose,” Martelon said. “For some people, it was ‘let’s go to Telluride in the fall’ which I think turned into ‘you know what, we need to book our ski vacation now.’ I’m hoping that that momentum carried us through the winter — and I’m hoping the jet steam shifts so that we get dumped on.”
For more information on this or Telluride area real estate, please contact Telluride Real Estate Corp. at 970-728-3111, info@telluriderealestatecorp.com or visit www.telluriderealestatecorp.com.
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